It is an automatic email sent out to folks who’re on your list when they perform a particular action, such as clicking on a link or qualify in a certain way, such as not opening any of your emails 😉

Now the art and science of autoresponders can be as mind-boggling as time travel, but the fact remain that autoresponders can work wonders to increase your sales, traffic and engagement with your email list.

Simply because we treat a sale or a sign up as the end of a transaction. When really, it is just the beginning.

What should your welcome autoresponder sequence be like?

Here are the 6 key elements a product-based business needs to include in it’s welcome autoresponder sequence.

And yes, you can easily spread each element across a 6-email sequence or what we call the COFFEE sequence

Sidenote: You maybe thinking…soo, one Email or 6?

Here’s the thing… you can spread this across 6 emails but you can also, bundle all of this into one stellar welcome email. The choice is yours. My personal recommendation to you {as is to my clients} is to go with 6.

One email, one focus.

Now, sit back and let’s enjoy some COFFEE!

1. Celebrate the purchase

You start off by celebrating their decision to shop with you! You congratulate them, welcome them to a community of shoppers who trust you and love you, make them feel super special about their choice.

In one word, you remove any buyer’s remorse and instead, create a fuzzy, feel-good feeling about shopping with you.

In this email, you can also explain how they can access their account, track their purchase and make any changes to their order, etc.

Give them everything they need to feel even more confident about their purchase with you.

2. Open up about your story

In your next email, you need to create a personal connection with your customers. You’d be surprised at how many customers want to know about a business’s story.

Their why, their values, their vision… their story.

So, talk about that.

Share why you started the business.

Open up and be honest, real, raw. Were you struggling with debt and needed to find a way to make ends meet? Were you frustrated with the choices you had and decided to just make your own product? Did you go through a life crisis and the business came about because of that?

Open up.

Also, touch on what your values are and where do you see the business headed? How are you being a part of the larger community? What initiatives or charities do you support? Share, as you would with a friend.

3. Friends, let’s be friendly

Speaking of friends, you also need to invite them to join you on social media and check out your blog.

But make it interesting…

Tell them why they need to join you there. It isn’t enough to say “hey, join us on Facebook/Instagram/Pinterest”

People are busy, people 😉

Explain what’s in it for them? What will they get? Exclusive insider specials, actionable tips, support from an engaged community, a few laughs.

Dish the benefits out.

4. Feed me with feedback

Now is also the time to ask them for feedback. They would have received their product and you want them to share what they think.

This email can invite them to share their review by sending them them the link to the product page.

Alternatively, you can invite them to share their review on your social networks, tag you in a photo with the product or simply hit “reply” and share it one-on-one with you.

5. Encouragement to spread the love

So, they’ve shared their review, you’ve shared your story, they feel part of your community… do you drop them like a hot egg? Uh-huh.

Don’t leave them hanging!

Invite them to spread the love, like I spread Nutella {sorry, couldn’t resist!} by referring a friend.

That’s right. You can invite them to refer your business to a friend and in turn, you’ll send them a special promo code.

Spread the love, thick and sweet!

6. Engagement keeps the conversation flowing

Finally, and most importantly, your welcome sequence needs to wrap up just how it started… with engagement and excitement.

Get them hotfooting over to your blog. That’s right. Link up to some of your stellar posts {and I sure hope you have some!} and let them dig into your best content… for free.

Don’t have a blog?

I’ve said it once, I’ll say it again… Blogs aren’t just for bloggers. Start yours STAT. Download this Blog Better BakeBox {it’s free, m’friend!} and you’ll be on your way!

There you go. The best, easiest and infinitely more interesting welcome email sequence. Is it the best autoresponder sequence? You tell me 😉

Let’s talk… Share in the comments below if you have a welcome autoresponder sequence in place. If you don’t, you know what to do, right? Questions, ask away.

11 Comments

Prerna, I love this and it couldn’t have come at a better time. I’ve been tweaking my autoresponder and this definitely helps. I think your points work great for a general welcome email campaign too and not just for a product or service purchase. Off to buffer this! 🙂 Thanks for sharing! 🙂

You make this common (not so common) sense approach accessible. Thank you Prerna. To be honest, I’m a little weary in my journey, but I am plugging away with my learning. I’m focussing on one bit at a time. I appreciate people like you for making that journey enjoyable.

Thanks so much Maria!! Your autoresponders should ideally be for new subscribers – a welcome sequence like the one above and then, you can have action-specific autoresponders for those who buy from you, download a particular freebie and so on..

Since you have that sequence set up, just continue it for another 2-3 emails, and then, go on from there to your regular newsletter 🙂

Hi Elsie! I’d usually go with a day apart… All my sequences run on this schedule:) ..BUT you may want to test this out with your audience..Another recommended spacing schedule is 3 days apart for the first 2-3 emails and then 5 days apart 🙂 BUT I haven’t tested that out so can’t say if it works 🙂